S 01 Ep 2 | Transform Businesses with Technology Alex Shevelenko sits down with Abhinav Kumar , Chief Marketing and Communications Officer at TCS ( Tata Consultancy Services ), one of the world ' s leading IT services firms with over 630 , 000 employees across 46 countries . Abhinav traces the foundation of TCS ' s brand growth to a simple but deeply held principle : customer centricity . Every internal decision , from hiring to entering new markets , starts with the same question : which customer does this benefit ? That culture , he argues , is what turned a 2 . 3 billion dollar brand valuation in 2010 into over 17 billion today . This episode covers a wide range of topics including the tension between measurable digital spending and long - term brand building , the complexity of communicating across personas from C - suite executives to daily project contacts , and how TCS ' s marathon sponsorships in cities like New York , London , and Amsterdam have created genuine community and trust outside of traditional marketing channels .